General Motors has filed an application to register Envoy as a trademark with the United States Patent and Trademark Office, potentially signaling the arrival of a future GMC product.
The automaker filed the patent application with the USPTO on December 12th, 2018 under the goods and services category of “vehicles, namely, sport utility vehicles, engines therefor and structural parts thereof.”
The GM Authority Take
You probably don’t need us to remind you about the GMC Envoy – a mid-size and full-size (in XL guise) SUV produced from 1998 through 2009. Now, this trademark filing isn’t proof that GMC is bringing back the Envoy, but it is as good an indication as we’ll get for the time being. Question is, what would a new GMC Envoy be?
It’s easy to see that the GMC lineup can use another model (or two). Currently, GMC’s crossover lineup consists of the compact Terrain and Acadia, which was downsized from full-size to mid-size for the second generation. That leaves room for three crossovers:
- A subcompact, two-row CUV to slot below the Terrain (this model will likely be called GMC Granite)
- A two-row mid-size CUV akin to the Chevrolet Blazer
- A full-size, three-row CUV similar in size to the three-row Chevrole Traverse
Forced to venture a guess, we posit that the Envoy name would be used on the third option – a new GMC crossover similar in size to the Chevrolet Traverse. Both the Traverse and Acadia ride on the GM C1 platform, but the eight-passenger Traverse uses a longer version of the architecture and is roughly 10 inches longer than the Acadia. The Acadia is also available in two-row, five-passenger or a three-row, seven-passenger configurations.
Though the trademark filing doesn’t confirm anything just yet, it does seem likely that a future GMC crossover is on the horizon. After all, GM just pulled the plug on a whole bunch of products to make way for more crossovers and SUVs, which becoming increasingly popular with consumers, and carry larger profit margins. GMC is well-poised to capitalize on this trend as well, thanks to its focus on trucks, SUVs and crossovers and its premium image.